If you’re a parent in the UK right now, you probably tuned into BBC’s latest Panorama about the baby food scandal. With the vast majority of parents of children aged 0-3 (92%) claiming to use commercial baby and toddler foods, it’s been a hot topic within parenting groups this week.

Not only are these foods being used by most parents, almost half (47%) are using them “always” or “most of the time”. And it’s easy to see why – they’re convenient, easy to store, and claim to be full of goodness. But have parents actually been aware of what’s in the food they’re feeding their children? Recent investigations have revealed that many of the top baby food pouches from brands like Ella’s Kitchen, Heinz, and Piccolo are far from the healthy, wholesome meals they market themselves to be.

What’s the real issue?

The lack of nutrition and the amount of sugar found in many baby food pouches is really what’s driving this latest outrage. The recent testing has uncovered that some of these pouches are packed with more sugar than your toddler should be consuming in an entire day, bringing concerns of both tooth decay and childhood obesity.

On top of this, a lot of the pouches are lacking essential nutrients and don’t provide anywhere near the amount of iron or vitamin C that babies need, leaving many parents feeling that they’ve been severely misled by the marketing on the packet.

Everyday favourites or an occasional treat?

Another source of contention that forms a large part of this scandal is that the baby food brands are now claiming that these products are “just for occasional use” to excuse the lack of nutrients and high sugar levels. However, one brand has an “Everyday faves” message clearly on the front of the packet. So which is it – are these products a delicious healthy meal packed into a pouch, or are they once-a-week treats?

The mixed messaging is certain to be leaving many parents confused and unsure as to what they can trust. And when you’re marketing to parents, trust is absolutely critical. It seems likely that these brands will now have to work hard to repair the damage that has been done.

How brands can clean up their act

So what should brands do to win back the trust of parents? Firstly, they need to be more honest about what’s inside their products. No more “perfectly balanced” marketing claims that turn out to be anything but. If you’re marketing a product as “packed with goodness,” it’s critical that you make sure that goodness actually makes it into the pouch.

As well as this, brands need to step up their game by improving the nutritional content of their pouches, especially the ones marketed as main meals for toddlers. That means more iron, more vitamins, and fewer sugars. And, importantly  if a product is only meant to be used occasionally, don’t put “everyday faves” on the packaging. Clear and honest messaging is a bare minimum, especially when marketing products are aimed at babies and toddlers.

A shift in consumer habits

This latest topic is just one example of how consumers are becoming more critical of food marketing, particularly when it comes to products aimed at their children. There’s a growing demand for transparency, and parents are increasingly choosing products that align with their values – namely, healthier, less processed foods.

The demand for more natural, wholesome options is already having a big impact across the food industry, and it’s only going to grow. Consumers want to know exactly what’s in their food, and they expect brands to back up their claims with real, tangible benefits. With new laws coming in later this year to restrict junk food advertising before 9pm, it’s clear that the government is stepping in to protect children from misleading marketing.

What’s next for baby food brands?

In the long run, we’ll likely see a more significant shift in retail habits, with a growing preference for fresh, wholesome options over processed baby food pouches. Retailers will need to adapt too, offering a greater variety of nutritious, minimally processed products, and ensuring that consumers can trust the brands they’re buying from.

At Clusters, we specialise in tracking changing consumer perceptions to help businesses adapt their marketing strategies. Get in touch to see how we can help your brand learn more about its target audience.